IDEAS home Printed from
   My bibliography  Save this article

Establishing legitimacy in the secondary ticket market: A case study of an NFL market


  • Drayer, Joris
  • Martin, Nathan T.


As a result of the occasional unethical business practices of its members, such as price gouging and ticket fraud, the secondary ticket market for sporting events has struggled to gain legitimacy from the perspective of leagues, teams, and consumers. However, as this industry has grown exponentially in the past decade with the advent of the Internet, entities that resell tickets have implemented several strategies for improving the negative images resulting from these unethical practices. As primary and secondary ticketing operations continue to merge through secondary market sponsorships, teams and other sport properties must carefully consider public perceptions of this market before determining their own level of involvement with it. Understanding what strategies the members of the secondary market use to repair and enhance these perceptions is the first step in making that judgment. The purpose of this study was to examine the legitimacy-building strategies in a National Football League (NFL) market for each segment of the secondary ticket market (scalpers, licensed ticket brokers, and secondary ticket market websites). Additionally, a new strategy for legitimacy-building (legitimacy acquisition) is also presented.

Suggested Citation

  • Drayer, Joris & Martin, Nathan T., 2010. "Establishing legitimacy in the secondary ticket market: A case study of an NFL market," Sport Management Review, Elsevier, vol. 13(1), pages 39-49, February.
  • Handle: RePEc:eee:spomar:v:13:y:2010:i:1:p:39-49

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. repec:cto:journl:v:21:y:2002:i:3:p:443-461 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Drayer, Joris & Rascher, Daniel A. & McEvoy, Chad D., 2012. "An examination of underlying consumer demand and sport pricing using secondary market data," Sport Management Review, Elsevier, vol. 15(4), pages 448-460.
    2. Tim Dittmer & Bob Carbaugh, 2014. "Major League Baseball: Dynamic Ticket Pricing and Measurement Costs," Journal for Economic Educators, Middle Tennessee State University, Business and Economic Research Center, vol. 14(1), pages 44-57, Fall.
    3. Joris, Drayer, 2011. "Examining the effectiveness of anti-scalping laws in a United States market," Sport Management Review, Elsevier, vol. 14(3), pages 226-236, August.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:13:y:2010:i:1:p:39-49. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.